Engagement towards Canadian films on the rise

November 14, 2017

65% of Canadians interested in Canadian films (+4 points vs. 2016)

Montreal, November 14, 2017 — Telefilm Canada has released a new study on Canadian audiences showing that engagement towards Canadian films is steadily rising. Commissioned by Telefilm and the Canada Media Fund, the study was conducted by Nielsen, a leader in media research.

“Since 2012, we have lived up to our mandate as a thought leader by providing our various stakeholders market intelligence crucial for the development of our industry,” said Carolle Brabant, Telefilm Canada’s Executive Director. “In addition to identifying emerging trends and offering a clear picture of the industry, this study enables us to evaluate the impact of our actions. Once again, Canadians have reaffirmed that Telefilm plays an important role for Canadian cinema. This vote of confidence was evident throughout the study, particularly with respect to our pride in our success and the paramount importance of promotion initiatives. We see that the market is open and that Canadians want more content and more diversity than ever before. The doors have been flung wide open!”

Valerie Creighton, President and CEO of the Canada Media Fun, added: “Reliable market intelligence allows us to better understand audiences’ behaviour in this era of abundance of content and constantly-evolving consumer habits. It is essential for the industry, whether its producers, distributors or funders, to better understand these habits. By identifying trends in what consumers value, we continue to build on ways to better engage audiences. The study’s findings will allow us to continue positioning Canadian content in today’s borderless, digital world.”

Highlights of the study

Pride and interest in Canadian culture is strong among Canadians:

Canadians are proud when Canadian talent and content is celebrated internationally (76%), and the majority of Canadians think promoting Canadian content is important (80%).

Since 2016, the viewing of Canadian films has increased (+5 points), as has interest in Canadian films (+4 points) and recognition for Canadian productions
(+4 points).

78% of respondents agree it is important that the government support the production of distinctively Canadian productions (+4 points vs. 2016).

Wide-reaching platforms have the most impact on Canadians for content viewing and as sources of information. Netflix and YouTube are the top online viewing platforms, and online searches are the most important sources of information.

Content viewing is up across films, television, and documentaries. The two market segments that show the most interest in Canadian content and the most potential for the industry, The Curious and The Belonging, grew year-over-year.

Methodology

Nielsen conducted an online survey among Canadians aged 15 years and over to assess their media consumption habits, behaviours, and attitudes. A total of 3,009 Canadians were surveyed as part of this research initiative, with quotas assigned based on age, gender, and region. Data presented throughout this report has been weighted by age, gender, and region to match the distribution of the demographics in Canada. The survey was in field between May 2 and May 18, 2017, and took an average of 24 minutes to complete.

About Telefilm Canada — Inspired by talent. Viewed everywhere.
Celebrating 50 years in 2017, Telefilm is dedicated to the cultural, commercial and industrial success of Canada’s audiovisual industry. Through funding and promotion programs, Telefilm supports dynamic companies and creative talent at home and around the world. Telefilm also makes recommendations regarding the certification of audiovisual treaty coproductions to the Minister of Canadian Heritage, and administers the programs of the Canada Media Fund. Launched in 2013, the Talent Fund accepts private donations to principally support emerging talent. Visit telefilm.ca and follow us on Twitter at twitter.com/telefilm_canada and on Facebook at facebook.com/telefilmcanada.